2019 could be a banner year for the combination of retail and augmented reality. This technology has the potential to let retailers create amazing customer experiences both on and offline. For this article, we’re focusing on 5 ways that this is most likely to happen.
Give in Home Customers a 3D Product View
One of the challenges of shopping for home goods is that it can be difficult to imagine how something will look in your house. Thanks to augmented reality, customers can now see products in their homes before making a purchase.
One example of this is Home Depot’s project color app. This allows customers to see how various paint colors will look when applied to a room in their home. Not only can customers visualize the paint color on their walls, but the app is smart enough to consider shadow and lighting as well. The result is a very realistic picture.
Another application of this is being used by furniture retailers. Several now offer apps and websites that allow customers to use their smartphones to ‘view’ furniture in their homes before making a purchase.
Do you sell products that take some effort to ship or deliver, or that are difficult to simply ‘return’? With AR, you can let your customers test drive before they make a purchase.
Virtual Dressing Rooms
Traditional fitting rooms can be dirty and crowded. Plus, the process of getting dressed and undressed is a hassle. So customers either buy without trying things on, then return them if they aren’t flattering, or then skip the purchase process entirely.
All of this can be avoided through the use of virtual fitting rooms. These use motion-detecting technology and AR sensors to ‘overlay’ the customers' reflection with the clothing they’ve chosen. This gives customers a clear picture of how articles of clothing look on them.
If you’re brick and mortar location struggles with long lines at your dressing rooms, or your customers have expressed frustration with the process, this could be an option for you. Customers will be attracted by both the wow factor of the technology, and the convenience.
In-Store Self-Service
We already know that millennials prefer self-service. Why not give them that option when they’re shopping in your store. This option works when sales floor staff are unavailable. There are also questions that your team just can’t answer. This is another solution that AR can provide.
Retailers can place trigger images on signs or near products. Customers can then scan these with their phones to pull up useful product information. You can use these to share positive reviews, instructions, product videos, options, and more with interested customers. This is another great way to get in-store customers engaging with your app while they shop.
Increasing Brand Awareness
Here’s something to remember. People notice innovation. Augmented reality is becoming more and more popular, but it’s still really attention-getting and impressive. When customers see that you’re using it, they’re going to be impressed. More importantly, they’re going to remember. This is a great way to increase brand awareness.
Imagine that you own a small gift and greeting card store in a shopping center. You may get a lot of foot traffic as bored shoppers peek in to see what you have to offer. The problem is that unless you offer something really engaging, they might just back out and forget the experience as just another five minutes they spent browsing at some random store.
Give them an AR experience, and that can change. Then you’ve got them engaged while they’re in the store. You’ve also given them something to discuss with their friends later. If you’re the first retailer to offer an AR experience in your local area, or in your niche, you might also get some attention from media types and influencers.
Creating Fun or Educational Experiences
You already know that there’s more to establishing a successful brand than getting people to buy your products. Thought leadership, trust, reputation, and customer relationships are important as well. The most successful businesses are often those that are seen as caring about their target audiences. That’s why retailers support charitable initiatives and often use their products and services in ways that go beyond sales.
One example of this comes from Bic, the company that makes pens, stationary, and other familiar products. Their ‘DrawyBook’ app uses AR to allow kids to create and color pictures. Then, the app uses AR technology to bring their pictures to life.
Final Thoughts
Your success as a retailer largely hinges on your ability to create memorable, enjoyable customer experiences. One way that you can do this is by implementing AR technology both online and in-store. By doing this, you make shopping more convenient, more enjoyable, and more engaging.